Preferensi layanan pelanggan berbasis CRM (Customer Relationship Management) dengan pendekatan apriori dan bond

Abstract

Market basket analysis discovers association pattern in retail transaction data. Association rules mining is a method of data mining that aims to find a set of items that frequently occur together. Apriori algorithm is an algorithm to find pattern of association that is used for market basket analysis (MBA). Cross-selling is a part of the CRM (customer relationship management), which sells the main products with additional products recommended. Cross-selling should be analyzed based on transaction data by using data mining concepts. The analysis process involves the extraction of information from customer transaction that includes what products they buy, customer buying behavior etc. RFM analysis (Recency Frequency Monetory) is a marketing technique to analyze customer buying behavior. Mining association rules based on steps of RFM measurement, analyzes relationship and customer loyalty on products to get good recommendations to increase the company's revenue . Apriori algorithm is usually used for the MBA. In this study, besides a’priori we add a minimum measurement bond correlation, which shows the close relationship between products. With the addition of the bond measure, it would be easier to select products for cross-selling and reduce processing time. Result of this research is a hypothesis cross-selling marketing strategy that is customer service preferences; providing good recommendations to improve customer loyalty and increase the company's revenue . The proposed method is applied to sales transactions of spare parts of central AC company as dataset in the case. Results of this study showed 9 rules which can be used to determine the cross-selling sales strategy, taking into account the highest value of improvement (lift), confidence, bond and support. Recommendations for cross-selling strategy is composed by sets of rules measure from four parameters above. The proposed products for cross-selling based on the results of association rules mining and measurement bond are oil filter, maintenance kit, filter kit, separator kit, G roto inject oil, air filter, oil separator and chemical. The results also indicate the relationship between products and to get the best customer loyalty recommendation to the company. Results of the analysis is customers with the highest RFM that give more benefits for the company. Company is advised to maintain customer satisfaction and customer loyalty, to offer cooperation for service contracts, and to offer reselling (customers involved in selling products). It is recommended to maximize RFM analysis by taking into account geographical segmentation of the customers.